ABSTRACT
This chapter focuses on the different philosophical bases of the political stances regarding the deterioration of the environment. In this framework, the ideology of ecologism is defined as a vision of the world through the prism of ecology. Environmental awareness has been shaped by a series of events that have taken place over the past 50 years. Moreover, recent global social movements have propelled ecologism into newspaper headlines and to the top of political agendas (e.g., Fridays for Future, Greta Thunberg, Green New Deal, etc.). However, the positions on political ecology today are, for the most part, founded on technological development rather than on the reduction of consumption of natural resources. The current political stance therefore hardly contributes to attaining the objective of sustainable development in a timeframe that would enable us to avoid catastrophe. The objective of this chapter is to identify the different political stances as to environmental deterioration and their likely influence in the coming years on marketing management and branding.
